A total of 286 Fortune 500 advertisers launched an online advertising campaign during the last quarter of 2002, a 6% increase from 270 the year prior.
“Fortune 500 advertising has grown steadily in the past year, as large traditional advertisers are discovering how the online medium can be used to reach desirable target audiences,” said Charles Buchwalter, vice president of client analytics for Nielsen//NetRating, which conducted the study. “The state is set for the Web’s share of these companies’ marketing budgets to increase throughout 2003.”
Amazon.com, ranked No. 492 on the Fortune list, was the top online advertiser with a recorded 12.2 billion ad impressions during the holiday season. Estee Lauder came in second with 9.5 billion impressions. Estee Lauder, whose ads were comprised primarily of Gloss.com advertising, ranked 360 on the Fortune list. USA Interactive ranked third with 7 billion impressions. SBC Communications and Barnes & Noble rounded out the top five with 6 billion and 5.8 billion impressions respectively.
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